著者

喜多 満里花

出版者

日本マス・コミュニケーション学会

雑誌

マス・コミュニケーション研究 (ISSN:13411306)

巻号頁・発行日

vol.97, pp.181-199, 2020

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<p> Popular cultural content is transnational, as it is produced across national</p><p>borders. However, it is used as a tool to represent national image and identity</p><p>for branding, which is contradictory. Therefore, two issues will become the</p><p>subject of discussion: signifying the processes of policy makers and the</p><p>effects of these discourses on people's national identity. This study examines</p><p>these issues through document analysis of Korean government publications</p><p>concerning Korean popular music( K-Pop).</p><p> The study shows that K-Pop signifies two different things in these</p><p>documents.</p><p>Documents written in English say that it is "hybrid and transnational</p><p>music" for external branding, whereas those in Korean claim that it has</p><p>"original content, inheriting Korea-ness from traditional culture" for internal</p><p>branding.</p><p>In addition, the government's view of national identity and cultural</p><p>nationalism shown in internal branding is not considered by the Korean</p><p>people in their reactions to discourse about the Korean wave or change of</p><p>governance. This rejection of this reconstructed national identity differs from</p><p>the circumstances shown in previous studies.</p>